Since ancient times, men and women have distinguished themselves. Therefore, some consumer goods such as clothes and perfumes are naturally distinguished by gender. However, if beverages are to be separated by men and women, they must not be frightened by consumers—
Known as China's first sex drink, he + she - nutrient water, a brand-new idea for men and women with beverages, was introduced in early March. In the week when CCTV just launched its advertisements, the order volume exceeded 200 million yuan. Allegedly, this breathtaking launch by the old beverage company Huiyuan quietly launched a three-footed relationship with the products of Robust Pulse and Wahahakang, which once ranked the top spot in the beverage market, making the beverage market in 2004. Advance into the smoke diffuse stage.
For this phenomenon that is extremely rare in the Chinese beverage market, experts pointed out that the “he + she -†nutrient water has caused the beverage market to rejuvenate. One of them is to have a personalized brand of creativity, breaking the drink from men and women since ancient times. The pattern of points meets the different physiological and psychological needs of men and women in modern cities. The second is to have a sleek product package and boldly use a fluttering male silhouette and a feminine silhouette.
Highlighting the characteristics of China's first men's and women's nutrient water, one can grasp his (her) heart. Thirdly, the third person is used as the brand name, so that the name guides consumption. "He +" gives men the power to "she-" means to lose weight, reduce the signs of years, and give beautiful women.
If SARS is the key factor that triggers the Chinese beverage market to enter into a new round of competition content with health and fashion, then Robust's pulse and Wahaha's Kangyue are two leading brands in the highly competitive beverage market.
The pulse of Robust's launch, supported by the new concept of “Moisture and vitamin supplements,†and using SARS to launch powerful event marketing, seeks to enhance their immunity through vitamin supplementation at the time when people are eager to be healthy and cherish their lives. , has received unprecedented recognition from consumers. The pulsation will be targeted at the main consumer group of beverages—the urban young people aged 18-35. In order to cater to such groups' young, self-confident, and challenge-like characteristics, Robust has given the brand its brand name “Enjoy Yourself Energetic, Enjoy Life with Confidence, Meet Challenges, and Show Yourself Best,†and brand your brand. Personality is vividly displayed in television advertisements in an exaggerated manner, making pulsating one of the highly anticipated products in the domestic beverage market.
Wahaha, which has always been based on "follow-up" as its main strategy, has also promoted the use of electrolyte drinking water. Kang's position is "supplementing human nutrition and regulating body fluid balance" to cater to consumers' pursuit of health. In terms of relative pulsation, KANG Liang not only has a broad target positioning, but also has a milky white main color system and a virtual cartoon image, making its packaging design also not have an "eyeball advantage" at the terminal. In the face of the passive situation, Wahaha, who is not far behind, is closely involved with SARS as a PR agency and seeks to find success in the crisis. While donating 1 million yuan worth of Kangyi products to the Ministry of Health, Wahaha announced: "Electrolyte beverages developed through cooperation with foreign scientific research institutions can supplement body energy and enhance human immune function" and convey three meanings to consumers: Concerned about public welfare undertakings, there is a targeted ability to research and develop products, and there is a new product listed.
When Robust and Wahaha struggled, the old beverage company Huiyuan quietly issued a license. Compared with pulsatile and Kangyue, Huiyuan is referring to the international standard for nutrient intake in nutritional formulas. “He+Her-†nutrient water is rich in Vitamins C and B. “He+†also contains inositol. Taurine, "she-" also contains aloe vera and dietary fiber. In terms of positioning, "he + she -" satisfies not only physiological needs but also psychological needs. "He +" can relieve tiredness and bring strength to men; "She-" can greatly benefit women's slender figure and white and tender skin. In the production process, "he + she -" uses Huiyuan's unique advanced cold filling technology, which can prevent the destruction of nutrients under high temperature filling. In the broad appeal, "he + she -" is to visualize gender-differentiated beverages as human "he" and "she", narrowing the distance between him and her in real life. In the marketing model, "he + she -" changed the traditional practices of the dealers and distributors, and formed strategic partnerships with dealers to pursue the company's common growth.
World-famous branded expert and senior vice president of Germany's Rudolph Wilder Foods Inc. Holgerg Kirchn et al. pointed out that since the 1990s, the development of the Chinese beverage industry has been through the evaluation of “he and she†nutrient water. Three stages: the first stage began in the early 1990s with ice tea as the representative product; the second stage was the end of the 1990s, with energy drinks, sports drinks and ACE beverages as the representative products; and the third stage was after entering the 21st century. Functional beverages have become the fashion that people are pursuing. He said that in Europe, functional beverages have become the only double-digit growth product. From the current growth trend of China's current market, the average annual growth rate in recent years will be about 5.3%. In other words, functional beverages will be the highlight of the beverage market in 2004, and Huiyuan's "he + her -", the pulse of Robust, and Wahaha's Kang are undoubtedly the protagonists of the Romance of the Three Kingdoms.